But despite dwarfing cannabis-tourism hotspots like Amsterdam, where cannabis isn’t even technically legal, in size and population, Canada’s reputation for cannabis tourism has paled in comparison to that of the Netherlands.

Although regions such as Niagara in Ontario and the Okanagan Valley in B.C. attract droves of international tourists each year for wine tastings, vineyard tours and fine dining, the same cannot be said for cannabis.

Despite high hopes and careful tending for cannabis tourism, however, the industry has been slow to sprout.

The patchwork of cannabis laws throughout provinces and municipalities—combined with the stringent, tobacco-like regulations that govern marketing and advertising the drug and related products or services—have rendered it difficult to promote the industry, say some experts, as well as the stigma that still clouds much of society’s perception of cannabis.

Rick Moscone, co-chair of the Canadian Marketing Association’s cannabis working group, anticipates the possibility of a lucrative cannabis tourism industry in Canada similar to that enjoyed by wine makers.

“The wine connoisseur, in some ways, is not different than the cannabis connoisseur,” Moscone told CBC News. “People do come to Ontario to check out wine country. One would hope that, over time, maybe we can develop the same reputation when it comes to cannabis.”

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